Comic revolution
Today's comic books are not your grandfather's, or even your dad's, anymore. Gone are such juvenile influences as the campy 1960s TV Batman in all his gray spandex glory.
Along with a more adult market, the periodicals are written with a more sophisticated tone. Modern comics cover issues such as substance abuse, AIDS, prejudice and religion.
Former heroes go bad. Noble protagonists have major character flaws. The once black-and-white world has become shades of gray.
At DC Comics, one of the two main comics publishers, Superman doubts himself, Batman has alienated his friends and Wonder Woman murdered a villain to stop him.
Marvel Comics has heroes such as the alcoholic Ironman, the savage Wolverine and the merciless Punisher.
Along with an average $2.99 price tag and more adult than child readers, comic books also are sold in different venues.Unlike the old days — the 1940s to early 1980s — when the comic books were bought at magazine and drug stores, they now can be found at specialty stores.In Butler County, there are comic book stores in the Clearview Mall and in Cranberry with another in nearby Grove City.New Dimension Comics operates the two Butler County stores along with ones in Century III Mall in West Mifflin, Allegheny County, and Ellwood City, Lawrence County.Todd McDevitt, owner of New Dimension, said many customers are those who once collected when they were younger.Whether it was a movie starring a favorite character, such as Tim Burton's "Batman," a friend's nudging or a famous movie director like Kevin Smith of "Clerks" fame, starting a side job as a comics writer, the now 20-something fan checks out what's happening at a direct market store."They're brought back into it," McDevitt said.What helps keep those readers coming back is the more sophisticated writing of today's comic books.Chip Grossman, manager of Bell's Comics & Trading Cards in Grove City, agrees today's writing isn't simplified for readers."They don't talk down to them," he said.Grossman said the average age of his comics customers are in their mid-20s. About 25 percent of his patrons are comic book buyers.The elevated writing style goes hand in hand with the industry's influx of high-profile creators.Along with Smith, current writers include "Buffy the Vampire Slayer" creator Joss Whedon, novelist Brad Metzler, "Lost" writer Damon Lindelof and "Babylon 5" creator J. Michael Straczynski.Even some writers made famous by their comics work started in television and/or movies, including Jeph Loeb, who has worked on "Smallville," and Geoff Johns, who was movie director Richard Donner's assistant.In addition to soaring paper costs, comic book publishers also are spending more money on talent, leading to a drastic price hike from what used to be 20 cents in the early 1970s to $2.99 for the average book today.As the prices have soared, the average reader's age also has risen.The average age of the 125 to 150 regular comics customers at New Dimension's Clearview store is around 28. There are a few younger and older subscribers, though.Chris Robinson, manager of the Clearview store, said there's no predominant company among his customers, who select titles they like regardless of publisher. He does have more than a few X-Men fans, though.Along with characters, most readers follow writers and artists. When popular artist Jim Lee drew a 12-issue run on Batman, sales of the book at the Clearview store skyrocketed."Our sales quadrupled," Robinson said.Rob Brown, Slippery Rock University student and a part-time employee at New Dimension, fits the average customer profile.Brown, 27, continues a reading habit begun around age 13. Previously a baseball card collector, Brown realized he could get more enjoyment from reading a comic book than staring at a baseball card.Having watched the Spider-Man cartoon, Brown decided to read comic books about the web-slinger. "I said, 'Hey, I'll check out his books.'"Fortunately for the young Brown, his parents were content their son was developing a love of reading. Brown is a communications major at SlipperyRock University.As a typical customer, Brown follows particular characters and creators. While often a potentially expensive prospect, following one can lead to interest in another.Sometimes it all comes together. Brown's favorite character, the Punisher, a brutal vigilante who executes criminals, is now written by his favorite writer, Garth Ennis, among a group of British authors bringing new grittiness to American books.
Along with enjoying a comic written for adults, Brown also believes the style more aptly fits characters such as the Punisher. With a mature readers label, the book under Ennis is explicitly violent.While trying to wait for trade paperback collections reprinting standard monthly comics, Brown often ends up buying monthlies, especially if they're not guaranteed to be reprinted.Except for a period of basic training upon joining the U.S. Air Force, Brown has remained a comic book collector."They still get my money," he said.Once bitten by the comics bug, it's hard to let go.Mike Rehm, 40, of Butler has been an avid reader since he was around 3. He said he probably would have quit buying at some point if the writing had not become more complex in the 1980s with the emergence of such writers as Alan Moore on "Swamp Thing" and "Watchmen" and Frank Miller on "Daredevil" and "Dark Knight Returns."Both writers later went on to create comic books that were adapted into movies. Moore wrote the "League of Extraordinary Gentlemen" and "From Hell," while Miller wrote "Sin City."Rehm is one of many fans across the country who forego buying monthly issues for trade paperbacks that collect storylines. He only buys a traditional monthly comic if it's not likely to be reprinted as part of a trade paperback at a later date.Although the comics market is now dominated by adult readership, each major publisher prints children's lines. Rehm gets some of those for his nieces and nephews. Rehm said his siblings don't mind him spreading his addiction as they realize their children are enthused about reading, period.Similarly, Michael Alexander's mother, Vickie, of Summit Township does not mind her 12-year-old son's passion for comics as it not only feeds his love for reading but also complements his artistic side.Michael's love of Batman-related comics led to him to begin drawing."It did spark a lot of creativity in him," said Vickie, an English teacher at Butler County Community College.Michael, a Butler Catholic student, also became more interested in science as a result of his comic book reading. He enjoys reading about how actual science is applied or, in some cases, ignored in comic characters' powers and gadgets.The positive impact on Michael is evident at school."I have an "A" in science," he said.So how does a pre-teen discover comics when most are geared for adults? Television in Michael's case. He quickly became a fan of the 1990s Batman cartoons.Spurred by Tim Burton's Batman movies, the show was developed, treating the subject material more seriously than previous animated attempts.A true fan, Michael has seen all five movies, cartoons and even the Adam West TV "Batman" show.McDevitt, 37, didn't realize how the market would change when he was a teenager 20 years ago and opened his first comics store in Ellwood City. But he witnessed the evolution firsthand as the newsstands offering comic books decreased and specialty stores continued springing up across the country.No matter how each factor contributed to the comics market changing, the end result is the same for readers and retailers.Grossman said comic books are not just for children anymore. "It's a legitimate storytelling medium," he said.McDevitt is glad to see the marketplace has changed."If comics were just for kids, I don't think I'd be in business."
